Key Moments:
- The Dutch gambling regulator filed over 4,600 complaints with Meta regarding illegal gambling ads on Facebook and Instagram in April 2026
- A recent academic study found that nearly 30 percent of ads by offline-licensed operators breached age-restriction rules
- The Dutch government is actively considering a complete ban on gambling advertisements to address ongoing concerns
Regulator Intensifies Action Against Unlicenced Operators
In April 2026, the Dutch Gambling Authority (Kansspelautoriteit, KSA) singled out illegal gambling operators in a significant enforcement campaign, submitting more than 4,600 reports to Meta for advertisements discovered on Facebook and Instagram. This initiative forms part of the regulator’s commitment to tackle unlawful gambling promotion directed at Dutch users and highlights the scale of the ongoing issue.
According to the KSA, some unlicenced gambling operators have impersonated prominent Dutch athletes and established brands, complicating efforts by users to identify legitimate, regulated platforms. The regulator has teamed up with government agencies, technology companies, and other private partners to expedite the removal of such illicit advertising. A comparable crackdown in the previous year focused on Google search results, reportedly reducing visible advertisements by unlicenced operators.
Even at its peak, the challenge has been daunting: an estimated 50,000 illegal gambling ads surfaced on various social media platforms every month, amplifying the need for more systematic, collaborative regulatory measures.
Licensed and Offline Operators Face Scrutiny for Age Violations
Concerns also extend to licenced gambling providers. Research published in the Journal of Behavioral Addictions examined 277 ads placed by authorized Dutch operators, revealing that close to 11 percent reached individuals aged between 18 and 23. Since mid-2023, Dutch law has prohibited advertising targeted toward those under 24.
Online operators demonstrated a compliance rate of nearly 93 percent. However, nearly 30 percent of ads connected to offline licence holders did not adhere to the age-based restrictions. State-owned Holland Casino was named among these, acknowledging the error and moving promptly to address it.
The research further indicated that men between 18 and 24 viewed gambling ads more than seven times as often as women in that demographic group, pointing to heightened risk among young male audiences.
| Operator Type | Compliance with Age Targeting Rules |
|---|---|
| Online Operators | ~93% |
| Offline License Holders | <30% |
Younger Demographics at Greater Risk
Data provided by Blask highlights that 35 percent of Dutch online gamblers belong to the 25 to 34 age range, while 20 percent are aged 18 to 24. Altogether, almost 80 percent of the country’s online gamblers fall between ages 18 and 44.
Among gamblers under 24, government surveys have shown that approximately nine percent are classified as moderate-risk and fourteen percent as high-risk, meaning nearly one in four young gamblers may be experiencing significant problems related to gambling.
Information from the Cruks national self-exclusion registry indicates that close to 20 percent of problem gamblers are between 18 and 24 years old. Additional studies found that 81 percent of individuals identified as problem gamblers began gambling before age 24, with 46 percent starting before 18.
| Age Group | Percentage of Online Gambling Participants | Risk Category Percentage (Under 24) |
|---|---|---|
| 18-24 | 20% | 23% (9% moderate, 14% high risk) |
| 25-34 | 35% | – |
| 18-44 (Total) | ~80% | – |
Government Eyes Sweeping Ban as Debate Intensifies
In response to persistent concerns, the Dutch coalition government is now contemplating a full prohibition on gambling ads. State Secretary Claudia van Bruggen described the current approach as insufficient, noting limitations of tools like the Cruks self-exclusion system, which is only effective within the regulated market.
“The government is working in line with the coalition agreement to further tighten gambling advertising rules, particularly to protect vulnerable groups,” van Bruggen said. “At the same time, instruments such as Cruks remain limited to the regulated market. They cannot prevent access to illegal providers or fully eliminate exposure to advertising.”
De Nederlandse ggz, the country’s leading mental health association, has advocated for a blanket ban, linking early exposure to increased risk of habitual gambling in young people.
VNLOK (Vergunde Nederlandse Online Kansspelaanbieders), which represents licenced operators, has countered that restricting ads may hinder the public’s ability to differentiate between legal and illegal services.
Despite the ongoing debate, the KSA has pledged to escalate enforcement, pursuing both unlicenced advertisers across digital platforms and licenced entities found to be violating regulations. With tens of thousands of illegal gambling ads continuing to circulate monthly and young adults at elevated risk, the pressure for regulatory tightening remains significant.
- Author
